In the near future, any branding or marketing initiative that does not authentically create shared value will be practically dead on arrival.  So wrote marketing guru Phillip Kotler in his book, Marketing 3.0.  Kotler was referring to a leap in marketing where brands willingly strengthen communities and the environment as an integral part of their offering. Kotler is not alone in his belief that sustainability and marketing go together.  Client pressure to reduce brand risk, increased transparency for consumers and the realisation that sustainability is actually a key differentiator now means that knowledge of sustainability is a prerequisite to professional development for every member of your marketing team. To integrate sustainability with brand strategy requires an understanding of what it means, how it adds value, how to get buy-in and where to start.  RealEyes Sustainability can help. Building Better Brands Through Sustainability is a half-day training that will help your team build brand equity through sustainability.  Building on the seminar of the same name held in the Convention centre on October 12th, this internally run course aims to equip your marketing and communications team with a clear understanding of the strategic importance of sustainability to the successful brands and campaigns of the future.

By the end of the course your team will:

• Be clear about the meaning and value of sustainability for brands
• Recognise and avoid the 10 sins of “greenwashing”
• Share a definition of sustainability that is measurable and scientific
• Use 4 steps to integrate sustainability into every brand decision
• Have best practice case studies in sustainability marketing
• Be able to communicate the business case for sustainability
• Understand the convergence of social media and sustainability